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B2B Commerce: 5 Crucial ConsiderationsPowering success and mitigating its de-railers
Russell Scherwin, NA Sales [email protected]
Baseline Consideration: Omni-channel commerce matters. Team with your highest revenue channels.
Engage, Educate,
Personalize
Search, Configure,
Price
Quote, Contract, Transact
Source, Fulfill,
Service
Field Sellers
Call Center
PartnerSellers
Traditional Field SalesDirect or extended network of
partners, brokers, and agents
One platform powering customer interactions across all channels
© 2015 IBM | @rscherwin | Russell Scherwin | [email protected]
Baseline Consideration: Omni-channel commerce matters. Team with your highest revenue channels.
Engage, Educate,
Personalize
Search, Configure,
Price
Quote, Contract, Transact
Source, Fulfill,
Service
EDIWeb Mobile
Digital SalesDirect or partner branded sites power self-service experiences
Complex Value Chains
Complex Value ChainsSelling through integrated value chains (B2B2C, B2E, B2G2G)
Field Sellers
Call Center
PartnerSellers
Traditional Field SalesDirect or extended network of
partners, brokers, and agents
One platform powering customer interactions across all channels
© 2015 IBM | @rscherwin | Russell Scherwin | [email protected]
Baseline Consideration: Omni-channel commerce matters. Team with your highest revenue channels.
Engage, Educate,
Personalize
Search, Configure,
Price
Quote, Contract, Transact
Source, Fulfill,
Service
One platform with powering customer interactions across all channels
© 2015 IBM | @rscherwin | Russell Scherwin | [email protected]
EDIWeb Mobile
Digital SalesDirect or partner branded sites power self-service experiences
Complex Value Chains
Complex Value ChainsSelling through integrated value chains (B2B2C, B2E, B2G2G)
Field Sellers
Call Center
PartnerSellers
Traditional Field SalesDirect or extended network of
partners, brokers, and agents
“Culture eats strategy for lunch”- Peter Drucker
Baseline Consideration: Omni-channel commerce matters. Team with your highest revenue channels.
Engage, Educate,
Personalize
Search, Configure,
Price
Quote, Contract, Transact
Source, Fulfill,
Service
EDIWeb Mobile
Digital SalesDirect or partner branded sites power self-service commerce experiences
Complex Value Chains
Complex Value ChainsSelling through integrated value chains (B2B2C, B2E, B2G2G)
Field Sellers
Call Center
PartnerSellers
Traditional Field SalesDirect or extended network of sellers, partners, brokers, and agents
One platform with relationship context optimizing customer interactions across all channels
© 2015 IBM | @rscherwin | Russell Scherwin | [email protected]
Baseline Consideration: Omni-channel commerce matters. Team with your highest revenue channels.
Engage, Educate,
Personalize
Search, Configure,
Price
Quote, Contract, Transact
Source, Fulfill,
Service
EDIWeb Mobile
Digital SalesDirect or partner branded sites power self-service commerce experiences
Complex Value Chains
Complex Value ChainsSelling through integrated value chains (B2B2C, B2E, B2G2G)
Field Sellers
Call Center
PartnerSellers
Traditional Field SalesDirect or extended network of sellers, partners, brokers, and agents
One platform with relationship context optimizing customer interactions across all channels
© 2015 IBM | @rscherwin | Russell Scherwin | [email protected]
Baseline Consideration: Omni-channel commerce matters. Team with your highest revenue channels.
Engage, Educate,
Personalize
Search, Configure,
Price
Quote, Contract, Transact
Source, Fulfill,
Service
EDIWeb Mobile
Digital SalesDirect or partner branded sites power self-service commerce experiences
Complex Value Chains
Complex Value ChainsSelling through integrated value chains (B2B2C, B2E, B2G2G)
Field Sellers
Call Center
PartnerSellers
Traditional Field SalesDirect or extended network of sellers, partners, brokers, and agents
One platform with relationship context optimizing customer interactions across all channels
© 2015 IBM | @rscherwin | Russell Scherwin | [email protected]
Consideration 1: Can you provide your B2B customers a B2C-like experience? Do you have a customer centric B2B operation?
Differentiate, don’t be dragged into unwinnable price wars
Are your competitors today your competitors tomorrow?
Who’s plotting to take your share?Responds to traditional
&non-traditional competitors Incumbents must respond by leveraging their source of competitive advantage and assets
10,000+ B2B contractual relationships driving $1B+
© 2015 IBM | @rscherwin | Russell Scherwin | [email protected]
B2C engagement – operational complexities
B2C Buyer
Approver
2. Shop
1. Promote / Personalize
Approved?3. Beg
4. No
4. Yes, Transact & Track
Customer-centric B2B interactions require relationship contextB2B relationship context must live in your Commerce platform’s core
12IBM Commerce marries leading B2B capability with leading B2C experiences
B2B Buyer
Platform Must UnderstandBuyer’s companyBuyer’s organizationBuyer’s roleOrganization’s contracted catalog Organization’s contracted PricingShip-to/Bill-toProcurement WorkflowSegmentation Strategies & Rules Transaction Integration
Consideration 2: Can your brand systemically make and keep commitments – cost effectively?
Parker Hannifin, a diversified manufacturer with eight companies and 130 divisions deployed a common order management system optimizing inventory and fulfillment while establishing one face to the customer, one invoice, and one order
Capture Complex Orders
Supplier Fulfillment
Execute the ‘Perfect Order’- Accurate- On Time- Complete
Available to Promise (ATP) Single view of supply and demand Endless aisle / Drop ship Order orchestration Intelligent sourcing Order changes / cancellations Returns and exchanges Fulfillment by supplier Delivery management Where’s my order / status?
Consideration 3:Are you easy to do business with, while operating within corporate risk standards?
We delivered the quote more quickly than before while dramatically improving the customer’s experience. … freeing our sales team to devote even more time to working closely with customers.
- Phil Harrington, EVP of Risk, CA
Offer configuration and quote preparation
Discounting and approval process
Apply pricing analytics and deal
governance
Present professional, properly branded
proposal and quote
© 2015 IBM | @rscherwin | Russell Scherwin | [email protected]
Consideration 4:Is your product, pricing, and promotion strategy infused into every customer interaction?
Streamlined sellingFocus sellers on selling, not internal systems and processes—for all sales channels
Business controlsEmpower business users to control
product, pricing, promotion and channel strategies
A $29B USD Cable provider improved time to market from 8 weeks to 1 week, while giving business managers power to more effectively compete in owned market segments
© 2015 IBM | @rscherwin | Russell Scherwin | [email protected]
Consideration 5:Can your platform centralize governance, while localizing market execution?
ACME Oil Rig
APAC NA
Offshore
Gulf States Alaska
Onshore Aftermarket
Web
Nordics LATAM
Indirect Channel
EMEA
Nordics
Norway
Base OrgCatalog
PriceGovernanceFulfillment
Org 1Catalog 1Price 1
Governance 1Fulfillment 1
Org 1.1.1Catalog 1Price 1.1
Governance 1.1Fulfillment 1
Org 1.1Catalog 1.1Price 1.1
Governance 1Fulfillment 1
Org 1.1.2Catalog 1Price 1.1
Governance 1.1Fulfillment 1
Org 1.1.3Catalog 1Price 1.1
Governance 1.1Fulfillment 1
© 2015 IBM | @rscherwin | Russell Scherwin | [email protected]
One platform powering customer interactions across all channels
© 2015 IBM | @rscherwin | Russell Scherwin | [email protected]
Engage, Educate,
Personalize
Search, Configure,
Price
Quote, Contract, Transact
Source, Fulfill,
Service
EDIWeb Mobile
Digital SalesDirect or partner branded sites power self-service experiences
Complex Value Chains
Complex Value ChainsSelling through integrated value chains (B2B2C, B2E, B2G2G)
Field Sellers
Call Center
PartnerSellers
Traditional Field SalesDirect or extended network of
partners, brokers, and agents
It’s not what you sell, it’s how you sell – If you’re in E-Commerce, you’re in sales
Survey: Why do B2B customers buy and stay loyal?
The sales experience offers the greatest opportunity for revenue and loyalty —by delivering insight.
Per
cent
age
of C
ontri
butio
n to
Cus
tom
er L
oyal
ty
53%
9%
19%
19%
Key Differentiators in the Sale
• Offers unique, valuable perspectives on the market
• Helps me navigate
alternatives
• Helps me avoid potential land mines
• Educates me on new issues and outcomes
n=5,000+
Insight
